Title: Exploring the role of human resource management practices in the nexus of internal and external employer branding

Authors: Ayesha Nazish; Syed Ali Abdullah Mehboob; Sajjad Haider; Asadullah Khan

Addresses: Department of Management Sciences, University of Gujrat, Pakistan ' Department of Management Sciences, University of Gujrat, Pakistan ' Department of Business Management, Karakoram International University, Gilgit, Pakistan ' Department of Business Management, Karakoram International University, Gilgit, Pakistan

Abstract: In today's competitive market, firms have hurdles in attracting and retaining a qualified workforce. Therefore, EB strategy serves as a means of communicating workplace features and how the firm differentiates itself as an employer from other businesses to acquire a competitive advantage. As a result, there is a need to investigate the phenomenon of internal and external employer branding, as well as how HRM practices influence it. Themes regarding internal and external employer branding were discovered using an exploratory method through NVivo-11 software. This study adds to the discussion about the use of HRM techniques to help a company for becoming a 'brand', particularly in industries where both the product and the brand have a high symbolic value, such as the telecommunications industry. According to the findings of this study, organisations should carefully construct their HRM strategies so that they may become a brand that will help them recruit and retain exceptional people.

Keywords: employer branding; HRM practices; telecommunication sector; internal and external employer branding.

DOI: 10.1504/MEJM.2023.127767

Middle East Journal of Management, 2023 Vol.10 No.1, pp.51 - 71

Received: 11 Sep 2021
Accepted: 14 Oct 2021
Published online: 16 Dec 2022 *